• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.514-527
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• 2006

It can be said that the ultimate goal of advertising is creating consumers' buying intention and buying behavior toward advertised goods. But literature suggests that ads have both intended and unintended consequences, and one of the unintended consequences is that the idealized images of physical attractiveness found in advertising have negative impact on girls' and womens' self-perceptions. Thus, this study, using social comparison theory as a framework, was designed to investigate the influences of the images of models in ads portrayed in TV and fashion magazines on the purchasing intention, self-esteem and body satisfaction of college women. Using an experimental stimulus, a moving picture representing thin and attractive models in the context of advertising fashion goods, two conditions were manipulated and the subjects were placed into one of two groups randomly, the experiment group and the control group. The experiment group only was exposed to the ads portraying highly attractive models. Data were collected from two groups using same questionnaire. The data were analyzed using t-test, two-way ANOVA, and descriptive statistics. The findings were as follows: 1. The thin and attractive image of models in ads on buying intention had significant positive influence on buying intention(p<.05). 2. The thin and attractive image of models in ads had significant negative influences on self-esteem(p<.05). 3. The thin and attractive image of models in ads had significant negative influence on body satisfaction(p<.05). 4. The ideal body internalization had significant negative influences on body satisfaction(p<.05), but interaction effect of model's image and ideal body internalization on body satisfaction was not significant.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.116-125
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• 2012

This study examined the degree to which integrated marketing communication(IMC) might be manifested in South Korean television advertising. Using a framework by Nowak and Phelps(1994), this study investigated the degree of IMC utilization by service organizations and physical goods manufacturers at the advertisement level. The Result showed that 44.6% of the television ads were classified as integrated marketing communication according to criteria discussed by Nowak and Phelps(1994). More specifically, approximately 90.7% of the integrated ads achieved this status by using two communication tools of different orientations. In addition, the most common form of IMC at this lowest level consisted of an image-oriented(brand advertising) and a behavior-oriented(direct response) communication tool. The second common form of IMC, that is, 9.3%, used three different communication tools; they consisted of an image-oriented tool(brand advertising) and the two behavior-oriented(i.e., direct response and sales promotion) communication tools. Nothing of the magazine ads used all four tools. Thus, South Korean television ads exhibited higher degrees of IMC which tended to include more behavior-oriented communication tools than image-oriented communication tools. These results indicate that much higher chances for advertisers to expand the level of IMC will be existed. Furthermore, the results suggest that significantly higher as well as a wider variety of communication tools are being used by advertisers, considering the limit of samples investigated in this research.

• Trans-
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• v.1
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• pp.21-44
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• 2016

Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.